In India, where the data is recovered at an astoundingly low price, the growing shift of viewing preference from linear TV to OTT has been remarkably significant. Broadly classified under the age group of 30 or younger, they are quickly becoming the most sought-after demographics for both advertisers and entertainers. While broadcast TV still remains highly relevant across Entertainment & Media platforms, multiple stakeholders are now expressing the need to shape strategies that accommodate the cross device unique audiences and duplication in streaming.
As these streaming platforms evolve, it is essential to understand the incremental reach that can allow publishers/advertisers to seize and capture an appeal with a huge, engaging audience. Incremental reach is not limited to differentiating between TV and online viewership, but instead establishes a distinctive audience that engages with OTT platforms in addition to the audience exposed to linear TV campaigns. The Chrome DM panel, representing 1174.54 million internet/C&S individuals in India, uses a hybrid process of assembling online surveys and tracking content by means of digital fingerprinting technology to collect data.
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